STRATEGIC CAMPAIGN
From Digital Sensation to Primetime TV
To strengthen Lucky Star’s brand equity by showcasing its role as a household staple through relatable storytelling and aspirational star power, transitioning from a digital sensation to a primetime TV cultural connector.
This innovative concept brings Lucky Star’s tagline, “The Taste of Home,” to life by stepping into the homes of some of South Africa’s biggest stars to discover what home means to them. With a unique twist, the stars open up their pantries, revealing their go-to essentials, and take on the challenge of creating a meal using Lucky Star products.
Initially developed as a digital series, At Home With Mzansi Stars quickly became a sensation. Hosted by the charismatic Kim Jayde and our resident chef, Chef Aya, the campaign’s relatable, entertaining format resonated widely, amassing over 5 million views within the first four episodes on YouTube. Its success caught the attention of Mzansi Magic, who loved the content so much they reached out to bring the show to TV. Now, this beloved series will air as an omnibus on Mzansi Magic, bringing even more viewers a taste of home.